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Why art matters: Artistic consumer-entrepreneurship in subsistence marketplaces

Research output: Contribution to journalJournal articlepeer-review

Published
<mark>Journal publication date</mark>31/03/2021
<mark>Journal</mark>Journal of Consumer Affairs
Issue number1
Volume55
Number of pages17
Pages (from-to)134-150
Publication StatusPublished
Early online date17/02/21
<mark>Original language</mark>English

Abstract

This reflective essay explores the role art can play in subsistence marketplaces, focusing particularly on its role in consumer-entrepreneurship. Using informal field engagement in Mexico, Tanzania, and Native American tribes, in dialogue with the literature, it poses three questions as the basis for a research agenda: How can consumer-entrepreneurs preserve art and heritage to sustain socioeconomic value? What transformative role does art play in subsistence marketplaces for the consumers and entrepreneurs involved? How can indigenous consumers and entrepreneurs protect their cultural identity and sovereignty through art? Directions for future research include the need to better understand the role of assemblages and intermediaries for artisan consumer-entrepreneurs, an issue with evident policy implications. As indigenous and near-indigenous societies seek identity, meaning, and cohesion in a turbulent world, art can preserve, transform, and assert.